Pengaruh Citra Merek (Brand Image) Terhadap Loyalitas Merek Lipstik Wardah Pada Global Kosmetik Kecamatan Tualang Kabupaten Siak

Vega, Nadia (2021) Pengaruh Citra Merek (Brand Image) Terhadap Loyalitas Merek Lipstik Wardah Pada Global Kosmetik Kecamatan Tualang Kabupaten Siak. Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF BRAND IMAGE ON BRAND LOYALTY OF WARDAH LIPSTIC PRODUCTS IN GLOBAL COSMETICS IN TUALANG DISTRICT, SIAK DISTRICT ABSTRACT Nadia Vega (177210711) ​This study aims to determine the effect of brand image on brand loyalty of Wardah lipstick products in global cosmetics in Tualang District, Siak Regency, which is the earliest and largest cosmetic shop in Tualang District, Siak Regency, which offers a complete variety of cosmetics, both foreign brand products and products. comestic brands, as well as at prices that are affordable to all groups. In this study, the brand image variables used indicators, namely attributes, benefits, overall evaluation, while for brand loyalty variables used indicators, namely measuring behavior, measuring costs, measuring satisfaction, brand preference and commitment. This type of research uses descriptive research type using quantitative methods on the grounds that this study explains the relationship between the Brand Image variable (X) and the Brand Loyalty variable (Y). The sampling technique used in this study was purposive sample technique or a subjective sample objective, namely the method of determining respondents to be the sample because they had certain criteria, the number of which was 100 respondents. Data collection techniques are by distributing questionnaires, interviews, observations, and documentation. The data analysis technique used is simple linear analysis. From the results of the t test analysis partially it can be seen that the brand image variable has a significant effect on brand loyalty in global cosmetics, tualang sub-district, siak district, which for the variable X, t - calculated is 7.479 with the t-table (0.05: 98) is 1.654 because t - count (7,479)> from t-table (1,654). The test (R²) was obtained at 0.488 or 48.8%. This shows that the brand image variable affects brand loyalty in global cosmetics, tualang sub-district, Siak district by 48.8%, while the remaining 52% is influenced by other variables but is not discussed in this study. By obtaining the conclusions in this study, the authors provide suggestions to the global cosmetics store in the tualang sub-district, Siak district, which are expected to further highlight the products that are currently on the market by doing more promotions and also participating in the cosmetic bazaar in order to further increase store sales and the stores are more widely known by the community.

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